We’ve talked about not running too many keywords (if any) on broad match, but recently we’ve seen a lot of cases of the inverse – people wanting to run only on exact match. Don’t do this either! If you run too many keywords on exact match, you won’t be able to gain any query information …
When setting up an AdWords campaign, it is very tempting to check the box to optimize based on conversion data immediately. While you usually can’t choose CPA bidding when you start, you can check the box that says eCPC, and we see that many clients do this. However, don’t! Google’s conversion optimization algorithms need at …
Lesson #28: Don’t Turn On Conversion Optimization Too Soon Read More »
Over the last few months, Google has released a new feature that affects the way keyword match types (and therefore the strategy of using match types to organize a campaign) works. In the setting option under each campaign, users can now find a drop down for “Keyword matching options.” When selected, the following option appears: …
Update: New-ish Option Changes Google Match Types Read More »
We interrupt our regularly scheduled programming to bring you a really exciting announcement from Google. Google has now fully released mobile app extensions as an ad extension option for its mobile ads. Ad extensions are an extra line/feature of a text ad that Google appends to the ad. Some other current ad extensions include phone …
Earlier we discussed how important it is for an advertiser to run more than one ad at a time. But if an advertiser is running 3-5 ads per campaign at a time, how can they be sure which ad is performing the best? Google AdWords currently provides the advertiser with three options when it comes …
Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation) Read More »
In Google AdWords, the plural version of a keyword is not the same as its singular version. As a result, Google counts plurals as separate from singulars in search query reports, when determining which ad to show for the search results, and when determining keyword match types. It is therefore incredibly important to include both …
Ad Position refers to where exactly your ad shows up in the search results. Generally speaking, in Google there are usually three ads above the organic results, (ad positions 1-3), and then 6 ads or so along the right sidebar (positions 4-10). As you go to additional pages in the search results, you may see different …
Google AdWords, MSN, and Facebook all operate on the same principle: they all take advantage of an auction system. While the amount you bid per click is the maximum amount you are willing to pay, 95% of the time, you do not wind up paying your bid. You usually will wind up paying less or …
When it comes to cost-per-click (CPC) display advertising, the two main display networks are the Google Display Network (GDN) and the Yahoo Display Network. When we discussed the two main search networks, Google & MSN, we mentioned that MSN & Yahoo merged in 2010. As part of that merger, MSN took over the search advertising, …
Now that we’ve reviewed the different types of keyword match types, let’s discuss how to use them in practice. To start off, do not use more than one match type in the same ad group. Rather, separate the different match types into different ad groups — one for each match type. There are several reasons …
Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group Read More »
